This course is designed to introduce students to contemporary marketing approaches that are not commonly covered in mainstream marketing textbooks or traditional marketing courses. It explores interdisciplinary perspectives on marketing’s evolving role, providing insights into innovative business models, sustainable consumption, digital marketing, and consumer activism.
1. Cova, Bernard (1996). "The postmodern explained to managers: Implications for marketing," Business Horizons, 39(6), 15-24.
2. Murphy, P. E., & Schlegelmilch, B. B. (2013). “Corporate social responsibility and corporate social irresponsibility: Introduction to a special topic section,” Journal of Business Research, 66(10), 1807-1813.
3. Pankratz, Derek M. et al. (2017). “Framing the Future of Mobility," Deloitte Review, 20, 94-111.
4. Dervojeda, Kristina et al. (2013). “The sharing economy: accessibility based business models for peer-to-peer markets.” Business Innovation Observatory, European Commission.
5. Kavadias, Stelios, Kostas Ladas, and Christoph H. Loch (2016). “The Transformative Business Model,” Harvard Business Review.
6. Lehmann, Steffen (2010). "Resource recovery and materials flow in the city: Zero waste and sustainable consumption as paradigms in urban development," Sustainable Development Law & Policy, 11(1), 28-38.
7. Sheth, Jagdish N., Nirmal K. Sethia, and Shanthi Srinivas (2011). "Mindful consumption: A customer-centric approach to sustainability," Journal of the Academy ofMmarketing Science, 39, 21-39.
8. “Sensory Systems” (2006), from Chapter 2 in Solomon, M., Bamossy, G., Askegaard, S., & Hogg, M. Consumer Behavior: A European Perspective, 3rd Edition, Prentice Hall, 39-48
9. Nunan, Daniel and Maria Laura Di Domenico (2013). "Market research and the ethics of big data." International Journal of Market Research, 55(4), 505-520. "
10. Jaffery, Bilal. “Connecting with Meaning: Hyper-personalizing the Customer Experience using Data, Analytics and AI.” Deloitte Review.
To examine the current meanings and areas of use of marketing from an interdisciplinary perspective,
To introduce tools that can be used to make sense of consumers, consumption and the market,
To ensure that students are informed about sustainable consumption, sharing economy and new business models, consumption/marketing in the digital world, sensory marketing and consumer activism.
Week 1: Introduction to the Course
Week 2: Postmodernity, Digitalization & Increasing Consumer Power in Contemporary Marketing
Week 3: Corporate Social Responsibility (CSR)
Week 4: Consumption and Marketing in the Digital World
Week 5: Ownership, Usage & Sharing: New Business Models
Week 6: Green Consumption and Sustainable Marketing
Week 7: Project Work Week
Week 8: Sensory Marketing and Neuromarketing
Week 9: Consumer Research
Week 10: The Future of Marketing
Week 11: Project Presentations
Week 12: Course Summary and Final Exam Preparation